Nine in 10 b-to-b marketers using custom content

Published on September 15, 2010.

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Cleveland—About 90% of b-to-b marketers commit time, resources and budget to custom content or content marketing, according to a study released Wednesday by MarketingProfs and Junta42. The study also found that b-to-b marketers surveyed allocate about 26% of their total marketing budgets to content marketing.

Additionally, the study found that 51% of b-to-b marketers plan to increase spending on content marketing in the next year. The most common tactics are social media (79%), articles (78%), in-person events (62%) and e-newsletters (61%).

The report, which is called "B2B Content Marketing: 2010 Benchmarks, Budgets and Trends," surveyed 1,100 b-to-b marketers in North America. The study was conducted online in May.